Australia's Red Centre National Landscape
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Australia’s Red Centre National Landscape Experience Development Action Plan May 2013 1 ACKNOWLEDGEMENT This Experience Development Action Plan has been developed through the National Landscapes program with the support of Tourism Northern Territory, Northern Territory Government Agencies, the Department of Resources, Energy and Tourism, Tourism Australia, Parks Australia and the Australia’s Red Centre National Landscapes Steering Committee – funded by the T-QUAL Program. 2 EXECUTIVE SUMMARY Australia’s Red Centre National Landscape is a collaboration of tourism, The key Hero Experiences for Australia’s Red Centre include: community and conservation to attract high-yielding international experience seekers to the Red Centre of the Northern Territory through • Get the best vantage point to watch the ancient cinema of light and engaging story-telling and supporting new product development. rock bringing a vast landscape to life each day • Get to know the locals and see how they have adapted to the The opportunity exists to shift out-dated perceptions of the region with landscape new products and experiences that will get the world talking and position the destination as a ‘must-see’ natural and cultural tourism experience once again. These Hero Experiences are enhanced by a number of supporting experiences including: This Experience Development Action Plan identifies the hero tourism experiences and the Priority Projects considered most likely to provide • Adventure through ancient caves and escarpments to get a unique the region with a point of difference against its national and international view of the landscape where you can have a safe adventure that competitors, for the ‘Experience Seeker’. gives you something to talk about that not everyone does. • Leave the worries of the world behind on a journey to remember Tourism Australia’s ‘Experience Seekers’ are Australia’s highest yielding through an awe-inspiring landscape international market segment and the target market identified for the National Landscapes program. 'Experience Seekers' are looking for • Place your trust in ancient knowledge as you trek across the natural encounters, adventurous journeys, local flavours and life changing landscape moments, this segment is a perfect match for the products, activities, Building on the comprehensive stakeholder engagement, both in the experiences and brand values of Australia's Red Centre National development of the Australia’s Red Centre Positioning Guidebook and in Landscape. The identified Priority Projects seek to deliver on these needs, preparing this EDAP, the Steering Committee have agreed on a clear while leveraging the landscape’s Hero Experiences. direction for Australia’s Red Centre. That direction is based on seeing the identified hero experiences (above) come to life for visitors. By matching the needs of the ‘Experience Seeker’ and the tourism offerings of our competitors against the key themes identified through the National Landscape positioning work, it is possible to identify the Hero Experiences of Australia’s Red Centre 3 EXECUTIVE SUMMARY Hero Experience #2: Get to know the locals and see how they have adapted For this to occur, two things must happen - the Priority Projects (below) to the landscape that support each Hero Experience, identified through the consultation • Events support and development program (Priority Project #3) and agreed through the Steering Committee and agency consultation, need to be implemented for each Experience to be delivered to an • An Endangered Species Revival and Awareness Centre in or near Uluru- international standard. Kata Tjuta National Park (Priority Project #4) • Grow new wildlife voluntourism opportunities (including night activities) Supporting the Priority Projects are a set of enablers which support the linked to business events (Supporting Project) overall implementation of the EDAP. As the Priority Projects, including a • develop an iconic Australian Indigenous tourism experience (Supporting number of catalyst projects and the identified emerging opportunities, are Project) implemented the Experience Seeker will see the essence of the destination positioning and the vision come to life. • Upgrade the Uluru- Kata Tjuta National Park National Park Cultural Centre (Supporting Project) The Priority and Supporting Actions have been considered based on the ‘Hero Experience’ or the ‘Supporting Experiences” that they work to Supporting Hero Experiences: support. Adventure through ancient caves and escarpments to get a unique view of the landscape where you can have a safe adventure that gives you something to Hero Experience #1: Get the best vantage point to watch the ancient talk about that not everyone does. cinema of light and rock bringing a vast landscape to life each day. Leave the worries of the world behind on a journey to remember through an • Create a commercially appropriate foundation for ballooning near awe-inspiring landscape the rock (Priority Project #1) Place your trust in ancient knowledge as you trek across the landscape • Build new tented accommodation in close proximity to the Ormiston Gorge (Priority Project #2) • Develop a world famous Mountain Bike track and event near Alice Springs or the West Macs (Priority Project #5) • Build new exclusive accommodation in close proximity to the West MacDonnell Ranges National Park (Supporting Project) • Ilpurla Multi-day Accommodated Walk (Priority Project #6) • Develop greater tourism infrastructure in the West MacDonnell • A multi-day accommodated walk in or near Uluru- Kata Tjuta National Park Ranges National Park (Supporting Project) (Supporting Project) • Develop product for Homeland Visits and Associated Tourism Hub (Supporting Project) 4 EXECUTIVE SUMMARY The following projects have been identified as investment catalysts for the region. It is anticipated that public sector investment in these projects would facilitate the development of strong private sector investment. • Mountain bike track and event co-ordination • Ormiston Gorge tented accommodation • Ilpurla multi-day walk management infrastructure In addition the site visit identified a number of enablers including: • A clear role for industry: Using Australia’s Red Centre National Landscape as a lobbying tool. • Investment in telecommunications infrastructure • The sealing of the Red Centre Way Inner Loop Retaining air access into the region through supportive marketing, incentivizing, and ongoing discussions with airlines. • A more comprehensive training program potentially linked to an Australia’s National Landscapes training and education package. • The NT Government, Commonwealth Government and the Central Land Council need to support new ventures by providing timely decisions with clear justifications. • Support the continuation of a robust tourism workforce in the Red Centre To support the efforts of the stakeholders in Australia’s Red Centre to see the Catalyst Project progressed a Market Sounding document has been prepared and distributed to national and international investors seeking their level of interest in the projects in order to better understand the next steps required. 5 TABLE OF CONTENTS ACRONYMS EDAP Experience Development Action Plan 1. Background………………….….……………………………………………………….. 7 2. Market Profile………..…….……………………….………………………………….. 15 ARC Australia's Red Centre 3. Destination Positioning…………………...…......................................... 19 NL National Landscape 4. The Way Forward……………………..................................................... 24 USP Unique Selling Point 5. Priority Projects…………..…………..……….….………….……………………….. 29 RPT Regular Passenger Transport Appendices……………………………..……………………………………………………….. 60 UKTNP Uluru – Kata Tjuta National Park TCA Tourism Central Australia TO Traditional Owner Disclaimer Any representation, statement, opinion or advice, expressed or implied in this document is made in good faith but on the basis that EC3 Global and Middle Star are not liable (whether by reason of negligence, lack of care or otherwise) to any person for any damage or loss whatsoever which has occurred or may occur in relation to that person taking or not taking (as the case may be) action in respect of any representation, statement or advice referred to in this document. Images of the Red Centre region used throughout this Experience Development Action Plan Paper are courtesy of Tourism NT WARNING: Indigenous readers are advised that this document may contain images of or references to deceased persons. 6 B ACKGROUND Provides an overview of the Landscape, of the National Landscapes Program and of the principles behind the development of an Experience Development Action Plan for Australia's Red Centre 7 AUSTRALIA’S RED CENTRE Australia’s Red Centre National Landscape stretches from the far south- west Northern Territory, east, past Alice Springs, to the East MacDonnell Ranges. The Landscape inspires a common theme - a feeling of the enigmatic and surreal. The aim of the Experience Development Action Plan is to support the identification and development of experiences that deliver this feeling and can help to position Australia’s Red Centre as a ‘must see’ and ‘must return’ destination against its global and national competitors who offer the appeal of being new and exotic. Figure 1: Area encompassing Australia’s Red Centre 8 AUSTRALIA’S NATIONAL LANDSCAPES Australia’s National Landscapes Program was developed by Tourism Figure 2: Australia’s Red Centre National Landscape homepage on Australia and Parks Australia to